We spent the days after Super Bowl LII deconstructing the good, the bad and the (literally) ugly financial services commercials that ran during “Big Game.” This year, there were mostly veterans on the field, but we did see some new players emerge.
Last year, we observed that Super Bowl commercials tend to have either an epic or wacky approach. Both of those tactics are challenging for a financial services industry still working to regain consumer trust. And in 2014, the brands that ran ads found ways to thread the needle between those two camps by not pushing too hard in either direction. But, oh what a difference a year makes! In 2015, financial services brands had a glass of wacky juice on the way to the big game.